Let Your Radio Ad Do the Dialing…

Worried that you’re losing potential customers who are too busy – or too lazy – to jump on your call to action? Losing a customer who’s too busy isn’t so much an issue with DTMF advertising.

An ad agency in Amsterdam recently used a technology that enabled consumers to call their client’s number when listeners held up their landline phones to the radio. This is made possible through the creation of dual tone multi frequency signals (hence, DTMF), which are signals that can communicate a phone number directly to a landline phone.These signals are then transmitted over the radio, then through the radio to your phone. So much cooler than click-to-call!

This agency isn’t the first to use DTMF, and getting a DTMF signal for broadcasting isn’t actually all that tough. But it likely hasn’t gotten much use because most folks are still weighting the cost/benefit analysis. Is your target customer really so busy they don’t want to dial a number? But then, phone numbers are easy to forget. Holding up your phone to the radio… well, that’s a fair bit easier than remembering a 10 digit number, especially with today’s short attention spans. And just imagine how much play it could get with people driving in their cars who do actually want to keep at least one hand on the wheel…

Still, I was disappointed that this was shown primarily working with a landline. No clear word on how it holds up with cell phones. Best I could tell through a brief online search, it’s still iffy at best.

Penny Ohlmann Neimann

The Ohlmann Group has a rich history that began in Dayton, Ohio in 1949, where the agency was founded as Penny and Penny by Bob Penny and his wife Jean. In 1964, Walter Ohlmann joined the firm. Ralph Neiman came on in 1969 and the firm became Penny/Ohlmann/Neiman. In 2011, P/O/N was renamed The Ohlmann Group to better reflect the agency's ongoing evolution and collaborative nature.

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